After many successful years, along with a well-deserved induction into Adweek’s Mascot Hall of Fame, StubHub’s Ticket Oak has been sent to live on a big farm in the countryside where he’s very happy and not dead at all so stop with the questions already.
Today a new campaign emerges from that puppet’s long, weird shadow. Called “Let Your Fan Out,” the work champions StubHub as more than a place to get a ticket you want, but rather a place that knows when there’s a ticket you want before you even know you want it. As such, even the busiest of people will find more opportunities to let their previously neglected inner fans out.
A robust TV buy, starting with a spot on tonight’s telecast of Monday Night Football, is matched with a deep digital presence, including all manner of rich media, scores of page takeovers on sites like ESPN and streaming video pretty much everywhere video streams.
Plus, all the work features StubHub’s sharp new brand ID, also created by D/C. More on that below.
At StubHub, the only surprise is at the end of this new commercial — part of a Q4 campaign that includes TV, digital, print and the multitalented Ticket Oak’s radio debut. The effort highlights that scoring good tickets at StubHub couldn’t be easier — or less aggravating — because there are never extra fees. Unlike the other guys, what you see at the start is what you pay at checkout. It’s called All-In-Pricing. Throw in a Fan Rewards program with discounts and seat upgrades for frequent users, and see how, at StubHub, fairytales always come true.
Listen to the radio spot below.
At the American Association of Advertising Agencies’ annual conference in LA yesterday, Duncan/Channon took home the O’Toole Award for Media Excellence in the Small Agency category for StubHub. In addition to a handsome two-foot-high black statue that would not have been out of place in the movie 2001: A Space Odyssey, the agency receives $10,000 that it is invited to donate to charity (good thing, because otherwise media honcho Leslie Diard might head to Vegas and celebrate by putting it all on black).
In keeping with the mission of the 4A’s O’Toole Awards, the Media Excellence category awards the agency for a body of work. In the past, Duncan/Channon was a finalist three years in a row for the O’Toole Award for Creative Excellence.
“We believe great ideas are as likely to come from media as from creative – that’s why we put so much emphasis on collaboration,” said agency president Robert Duncan. “And this campaign is proof. We couldn’t be more proud of Leslie Diard and her communications planning team. And for me, it was a special honor to accept the award – mostly because it’s the only time they’ll ever let me touch the thing.”
Tying into D/C’s Ticket Oak TV, outdoor and digital campaign, the media campaign honored yesterday involved custom partnerships with FX’s “The League” and with Rolling Stone in a special Venues that Rock program, as well as StubHub-branded food trucks offering Ticket Oak karaoke, free hot dogs and sports- and music-related trivia contests outside football and concert venues. The campaign was designed to counter increasingly aggressive competitors and resulted in dramatic increases in traffic and in StubHub’s brand power index. And special thanks to all our team members at StubHub.
If, like us, you can’t get enough of Ticket Oak, this Q3 roundup is for you: First, the deciduous celeb was invited to bare all in ESPN magazine’s annual “Body Issue” — an honor and a horror, simultaneously (NSFW!). Second, he’s offering couples dubious marriage counseling in a new TV spot. Third, and no less impressive, he’s appearing on the sides of StubHub food trucks, dispensing “Hot Seats Eats” in major cities across the country. What’s more, T.O. is branching out into pop-up stores, appearing virtually and fully-animated, so fans can snap a selfie with their “favorite” (his description) star. And, finally, the big barker is all over the NFL homepage and ESPN properties, including Grantland, and continues to tear up social media, cracking wise and sporting exceedingly oversized shades.
View the full case study.
As good a story as a big deciduous talking tree, and its ad agency creators, could ask for, today’s Forbes article explains — with verifiable, off-the-charts consumer numbers — that StubHub’s Ticket Oak is an extremely hard worker. #thanksforbes #thanksticketoak
People can be insensitive, it’s true. So on the occasion of this laudatory write-up of the Ticket Oak’s diabolically clever maker, Anatomorphex, in North Hollywood, it seemed only right for D/C, as the tree’s diabolical inventor, to post this as a reminder.
The final tally is in and it looks like America’s new most popular Halloween costume just might be D/C’s very own Ticket Oak. The agency couldn’t be more proud.